Encouraging exploration, enjoyment and experience.

National Trust

The campaign, titled ‘Nature’s Playground’, is designed to entice visitors to explore, enjoy, savour and touch. A series of nine signs were created which, at first glance, look like warnings or instructions not to do something, whereas actually they encourage the opposite.

The physical signs were packaged up and sent out to National Trust properties across the east of England. The properties were then briefed to install the signs in appropriate locations within their grounds and / or estate.

The inclusion of a hashtag (#NaturesPlayground), encourages visitors to share their experiences and post pictures of their visit on social media sites.

The signs were also photographed in situ. This imagery then becomes the external focus of the campaign (i.e. posters, literature and ads) – targeting new visitors as well as encouraging existing visitors to enjoy the properties differently.